Cadbury, British Airways, Coca Cola, Paddy Power, Disney Marketing Mix

This report provides a comprehensive analysis of the marketing mix, focusing on the product, price, promotion, place, and people elements as implemented by various companies. The report begins with an introduction to the marketing mix, highlighting its significance in attracting consumers and achieving organizational objectives. It then delves into case studies of Cadbury, examining its product strategy; British Airways, focusing on its pricing strategies; Coca-Cola, analyzing its promotional activities; Paddy Power, investigating its placement strategies; and Disney theme parks, exploring its people-centric approach. Each case study offers a detailed description of how each company utilizes its marketing mix components to gain a competitive edge. The report concludes with a summary of the key findings and provides references for further reading.

FUNDAMENTALS OF
MARKETING

Table of Contents
INTRTODUCTION ........................................................................................................................3
Product in marketing mix of Cadbury ........................................................................................3
Price in marketing mix of British Airways.................................................................................5
Promotion in marketing mix of Coca Cola ................................................................................7
Place in the marketing mix of Paddy Power...............................................................................8
People in the marketing mix of Disney theme parks ...............................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRTODUCTION
Marketing mix is defined as a series of activities and tasks undertaken by an organisation
in order to advertise their brand or a specific commodity in the market to attract consumers and
accomplish various organisational objectives. Marketing mix focuses on variety of areas rather
than concentrating on a single field to reach a larger amount of consumers and gain competitive
advantage by enhancing each element of marketing mix. This report includes a portfolio
including a detailed description of the usage of specific component of marketing mix by various
organisations from different industries. This description includes definition of a particular
marketing mix along with several elements present in the particular marketing mix. The
description about the effective usage of the marketing mix component by the selected firm in
recent years to gain competitive edge over their rivals is also provided in this report.
MAIN BODY
Product in marketing mix of Cadbury
It is process which involves most of organisation using this tools and techniques in order
to promoting products and services as well as attracting large numbers of customers. In context
of Cadbury using this tool in order to promoting their products and services which result as
developing brand image in the mind of customers (Baines and et. al., 2017) . There are various
element which are mentioned below.
Product-: It includes most of organisation using various tools and techniques in order to
fulfilling the needs and wants of customers. It considered as various tools and techniques are
used in order to achieving organisation goal and objectives (Chaffey and Ellis-Chadwick, 2019) .

It is essential for companies in order to promoting the products and services as well as
developing brand identity in the mind of customers. It is essential for each and every
organisation in order to developing goodwill at marketplace. In context of Cadbury, it is process
which refers to organisation conducting research in order to know about the customer demands,
requirement and market trend and accordingly serves the product and services for customers
(Baker and Hart, 2016). It is offering wide range of products and services in order to fulfilling
the needs and wants of customers as well as provided their product in rural area due to attracting
large numbers of customers. It is strong brand image in the market so they has strong depth and
width of product mix. They are ample numbers of products at offered for customers as different
price so accordingly segmentation using such as demographic, geographic, production, demand
and competition available at market place. There are various ranges of product such as
chocolates, candies, gums, biscuits and beverages. The product width of organisation under
chocolates like dairy milk, 5 star, gems, temptation, Oreo, eclairs, Bournvita and many others.
Cadbury is market leader in order to beat their competitors as well as gaining competitive
advantages in order to generating huge amount of profit (Rowley, 2016) . It involves easily
gaining advantages
and explore the new market opportunities. They are offering various product and services in
order to classified wide range of products in different season as well as enhancing their
profitability and productivity of company. It is providing various product and services offering
for customers in order to festival season such as Halloween and Christmas (Schweizer, 2020) .
They are not offered only chocolates but also provided beverages and desert as well as they are

also targeting new customer base in order to ice-cream and biscuit which refers to fulfilling the
needs and demand of customer. It includes used as segmentation in order to classified customers
which result as know about the customer taste, age group, lifestyle and many others. There are
wide range of products such as Bourville, Crunchie, Cadbury Dairy Milk, Dairy Milk Fruit &
Nut, Caramel, Five Star, Perk, Bytes, Prestzel, Creme Egg, Blackcurrant Mini Rolls, Caramel
Cake Bars, Fruit Sundae, Brunch Hazelnut and many more (Chaffey and Smith, 2017) . It
involves using wide products in order to increasing customer base as well as gain position of
market leader. It considered as one of the leading organisation in UK and large customer base.
Price in marketing mix of British Airways
Price is one of the most important component of marketing mix and is defined as the
monetary value that is returned to a business for a specific commodity during a commercial
transaction between consumer and the establishment. When dealing with a company which sells
products the total price of the product is considered in this element of marketing mix but during
sale of service price is not only limited to monetary amount given by the consumer for the
service but also includes various other terms (Charlesworth, 2020) .
Kotler and Armstrong(2009) define the price component of marketing mix as “the
quantity of currency demanded for specific goods or service by an organisation, or the total
magnitude of quantity given by the consumers to own a product or use a particular service.”
The various elements present under this section of marketing mix are specified below:
Pricing schemes,Target consumer base, Rival organisations and substitute products, Government
legislations, Terms of credit, Margin.
The British Airways has been a major member of the European Airline industry and has
secured global expansion through effective usage of price element of marketing mix. The main
objective of the company when selecting the pricing strategy for their services which create the
needed balance between consumer satisfaction and profitability has been that every section of
society should be able to use their services (Chernev, 2019) .

The company uses various pricing strategy for different services which allows the
consumers to be the final decision maker for the kind of service they want to purchase. This
strategy of giving the consumers options to attract customers from different economic
backgrounds has played an important role in the success of the company. The company uses
economic pricing strategy to persuade middle and lower class consumer into becoming a part of
their loyal consumer base where products for sleeping and food services are provided to the
flyers along with option to modify their menu in accordance to their culinary choices or medical
history with some food products for an additional fee during their air travel with the company
(Davis, 2017) .
The premium pricing strategy which gives the consumers various benefits such as private
seats, precedence in boarding process, faster security checks, free internet services, special
meals, lounge and spa services for relaxing upon arrival at Heathrow airport has made the
organisation first airline selected by European elites for air travelling.
The organisation has introduced a reward programs with various partners which allows regular
consumers of the company to gain pints which can be used to book flights and up gradation other
services (Deepak and Jeyakumar, 2019) . Apart from this such points can be utilised to get

discounts from partner hotels and other enterprises. This loyalty pricing strategy used by the
company in their marketing mix has helped the company gain loyal consumers base in the
European airline industry which has given the company huge competitive advantage (Malhotra,
and Dash, 2016).
Promotion in marketing mix of Coca Cola
Promotion is the element of marketing-mix in order to involving various activities which
refers to effectively communicating customers regarding products and services as well as
attracting the customers towards the product and services. It involves providing information
regarding products and services in order to generating awarenesses of products and services.
Promotion is kind of strategy which are utilised by most of organisation in order to convincing
customers because they are ready to purchasing product (Doyle, 2016) . It involves various tools
and techniques in order to organisation making effectively and efficiently promoting products
and services. In context of Coca cola, it includes organisation adapting effectively promotion
strategy in order to developing demand of products in the market place. It is process which
focusing targeting customers in order to promoting products and services. It includes utilising
various ways and strategy such as using digital marketing in order to promotes the products and
services. It is creating vales based advertising strategy which are attracting large numbers of
customers. Coca-Cola investing huge amount on CSR activities in order to developing brand
image in the mind of customers. For example of organisation conducting CSR activity in order to
lunching campaign such as “ Support my School”. It is advertising and creating publicity.
It utilising very different different promotion strategy in order to targeting new customer
base such as offering price discounts, rebate on products and promote by retailers for products
and services (Farris, 2016). They are effectively participated in different kinds of sales
promotion which result as increasing more demand of product at marketplace. It effectively
using push and pull strategies in order to conducting promotional activity. There are various
factors are involved in promotional activity which are utilised by organisation so discussed
below.
Advertisement-: Organisation used this tool in order to promoting products through
advertisement which result as developing brand image in the mind of customers. There are
advertisement used various medium such as newspaper, magazine, radio, billboard, word of

mouth, electronics medium and many others (Kaur, 2016) . There are involves various others
factors such as
 Radio
 Television
 Print
 Electronic
 Word of mouth
Public relations-: It is most important tool which are utilising by most of organisation in
order to promoting products and services. It includes they are building strong relationship with
customers and retain customers for longer period of time.
Personal selling-: It includes organisation using this tool in promoting products and services
which refers to effectively communicate about the products and services. It is process which
refers to involvement of sales Pearson in order to providing information about the products and
services. It is essential for organisation they hiring professional sales person and effective
personality which refers to make impression in front of customers.
Sales promotion-: This includes organisation using various kinds of sales promotion in
order to attracting large numbers of customers. It involves various kinds offers and discounts
provided for customers such as coupons, discounts, free samples, incentives, contest, prizes,
loyalty programmes and many others. It includes organisation using various other tools and
techniques in order to launching new products and services through using digital marketing. It is
process which involving various E-commerce organisation used digital platform and social
media in order to promoting products and services (Micheaux, and Bosio, 2019). It considered
as promoting products and developing strong relationship with customer in order to retain
customers for longer period of time.
Hence it involves various promotional mix element or factors which are helping in order
to promoting products and services. In context of Coca-Cola used all this strategy in order to
promoting products as well as creating brand image in the mind of customers
Place in the marketing mix of Paddy Power
This component of the marketing mix revolves around the locations and channels through
which a company is able to sell and produce their products. The place from which the
organisation conducts their business is significant factor in deciding the failure or success of their

business endeavour as it influences the speed at which the enterprise is able to answer to the
demands of the consumers.
Philip Kotler states that “place is defined as the different activities undertaken by the
establishment to make the commodities offered in the market easily acquirable and reachable to
the the target consumer base.” The organisations are concerned with this concept of marketing
mix as it involves selection and management of distribution portals to make their commodities
available at the right area and time for maximising profits and reaching highest amount of
consumers (Perreault, 2018). In the present business environment heavily impacted by digital
technology various areas and distribution portals for business include retail, e-commerce portals,
fax, calling options and usage of various portals to form an effective multi-portal option for
distribution of products to the target consumer base.
The sub components of place which have huge affect on the location of the company are:
Nature of production, Delivery system, Government legislations for the industry,Costs of
production.
Paddy powers is an Irish organisation which has more than 600 licensed betting stores in
across Ireland and UK. The company has opened their outlets where consumers can easily bet on

any of the available sports tournaments. The organisation has selected busy streets as well as
large cities for expansion of their chain of stores which has increased the accessibility of the
brand. The organisation has developed and online betting application to further increase the
reach of the company in providing their betting services to the customers. This application is
available on major application stores such as Google play and Apple store for iPhone users
which has introduced the company to larger customer base (Rowley, 2016).
Apart from this the company has introduced online portals for placing bets and
completing betting transactions. These online portals include the official website of the company
along with mechanisms on popular social media application twitter, which allows the users to
place bets by using certain hash-tag, after which they get a reply of conformation from the twitter
handle of the company regarding the addition of the consumers bet on their official website. This
decision of the company to introduce their services in online portals as well as application is one
of the reason behind the success of the company despite the corona-virus lock-down affecting
other businesses negatively. As most consumers have huge amount of spare time during lock-
down, usage of virtual pathways to avail various services such as food and shopping has
increased by a huge amount, which is beneficial for the respective enterprise as they invested in
launching acquirable online portals which were able to gain the attention of the consumers
during a global pandemic and maintain profitability by not only offering betting services to the
consumers but also giving people original sports related content for betting such as the all star
dart championship on zoom calls. This ability of the company to adapt various new distribution
channels in their marketing mix to increase their consumer base has made the company a
formidable competition in the betting industry.
People in the marketing mix of Disney theme parks
This factor of the marketing mix refers to all the employees working at the company to
offer a particular product or service to the consumer. People element of the marketing mix is all
the workers which contribute to the production distribution marketing of the product sold by the
company. The employees of the company not only affect the quality of the services or products
produced at their premise, but also have a huge impact on the overall brand of the company as
the workforce of the company is at the forefront of defining the overall image of the company. In
addition to this, the employees of the company directly reflect the core values and culture of the

organisation which is further responsible for the construction of public perception of the
company (Malhotra, Nunan and Birks, 2017).
The various factors which influence this concept of the marketing mix includes
government regulations on employee relations, nature of commodity, extent of atomisation in the
company and market share of the company.
There are more than 11 Disney theme parks present across the globe at busy tourist
destinations with excellent infrastructure to attract consumers all year round. One of the main
reasons behind perpetual popularity and high profitably of the organisation is their highly
trained and talented workforce consisting of more than 70,000 workers in their theme parks. The
organisation has invested in training and development o0f their employees at the Disney
university which is not a government licensed educational institution but a training canter which
gives their workforce proper training according to their roles at the theme parks. Disney
university focuses on two key elements which include importance of services over products in
enhancing consumer experience and spreading happiness (Schweizer, 2020). The employees
who are given the job of acting as famous Disney charterers to interact with children and other
consumers are trained to follow mannerisms of various fictional charterers whenever they

interact with consumers and other employees at the hotel are given training related to giving
polite customer service to all employees regardless of their age maintaining the family friendly
image of the company.
Apart from this the university aims to inform the employees about the heritage of Walt
Disney and the core values it wants to represent through their consumers. The training
techniques used at their university to maximise involvement of trainees for developing skills
which are helpful in delivering exceptional consumer service at the park include usage of role
playing practices to encourage employees for maximum participation. In addition to this the
institution revolves around spreading happiness to their employees and maximising employee
satisfaction since the beginning of their journey with the company as this is reflected on their
everyday service (Malhotra, and Dash, 2016). The institution provides such type of training
through online as well as off-line training centres which has allowed the professionals in the field
to give training sessions to employees across the globe. The practice creates high level of
consumer satisfaction as the customers continuously interact with their favourite charterers from
the fictional world of Disney. The presence of talented and trained individuals for each job at the
Disney theme parks is that the consumer revisit regularly to gain unique experience of meeting
with employees of the establishment as they are part of their services offers to the consumers.
CONCLUSION
From the above report it is concluded that effective usage of marketing mix by various
organisations is a key factor in maintaining a stable growth rate for a long period of time. It is
significant to understand each concept present in the marketing mix for effective application to
gain success and competitive edge in the market. The importance of marketing mix is relevant in
every industry as the components discussed in this framework are present in every sector, and
their utilisation to enhance organisational abilities is crucial to gain powerful position in the
market by assuring that each element is used in the company to create maximum value.